Heinz Uses Facebook To Build Buzz For Ketchup Variety

Heinz Tomato Ketchup Blended with Balsamic Vinegar, which substitutes balsamic for the traditional white vinegar, will be available on Nov. 14, but initially only through the brand's Facebook page, reports The New York Times.

The ketchup will not be available in stores until late December.

Heinz's strategy: Build advance anticipation/buzz for the product by allowing only its most avid brand fans (Facebook fans) to buy it initially. Presumably, motivating more 'likes' for the brand has also not gone unconsidered.